Awards & Engraving

June '16

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14 • A&E JUNE 2016 by Stephen L. Capper, CRM PEOPLE BUY FROM PEOPLE Simply asking a question can often get us results with our existing clients. Because our businesses are so unique, our clients don't always know our capabilities unless we tell them or ask them leading ques- tions that inform them of our extensive product offering. THE CHANGING BUSINESS MODEL I wonder if your business is the same now as it was a few years ago. I suspect that most of you who have been in the recogni- tion business for five or more years have seen your business model change as you have adapted to additional markets and a vast extension to what you sell. Not only are awards companies offering awards, but they have added signage, badges, banners, gifts, promotional products, silver prod- ucts, art glass, memorial castings, wear- ables… this is only the beginning. It is my opinion that if we don't expand our product line to include a wide variety then our competition will, and that could spell disaster for some. If you don't offer what the buyer wants, someone else will fill that need and they might even offer what you are selling that client. Our cli- ents want one-stop shopping instead of having multiple vendors, but they want to have confidence that they will receive their order on time and at a fair market price. If you can do this and continue to be a full service vendor then you will succeed beyond your wildest dreams. Servicing the client is the most important attribute any of us can do to build and grow our busi- ness. Product and price are important and both need to be kept in check, but never forget service! CATALOGS: AN ESSENTIAL TOOL If you are giving your prospects and clients a catalog, does the catalog show H ave you ever asked your prospects and existing clients what else they might be looking for that you don't show? It seems so simple that we might get more business if we ask our clients the question, "What else could we supply you that you need or that you are buying now?" We asked this question of one of our prime accounts a few years ago. To our surprise, they came back to us asking about our "give- away items": promotional products. Our people designed a program for them and all of a sudden we added some majors dollars to their program. IS YOUR BUSINESS TOOL BOX FULL? PART LXI Safety Glasses—Part Three Looking at your business with a clear focus

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